Free sales coaching template

Score the call. Coach the next one.

A 100-point discovery call scorecard that turns “that felt good” into evidence, a fair score, and one clear coaching action.

7 criteria100 weighted points15-minute review

Call review / 04

Discovery — Acme Corp

Sarah Chen · 31 min · Next meeting booked

68of 100
Problem discovery19/25
Impact & urgency14/20
Decision process8/15
Next step5/10

Coach next

Turn “I’ll send something over” into a dated next step with an owner and purpose.

One behavior. One next-call experiment.

Specific

Scores observable behaviors, not personality.

Evidence-based

Requires the exact moment behind each score.

Fast to review

Built for a focused 15-minute coaching debrief.

How to use it

Review the evidence before you choose the score.

A scorecard should create a better coaching conversation—not a compliance exercise.

  1. 01

    Read the outcome first

    A disqualified prospect, a booked next meeting, and a no-show are different calls. Decide which criteria were genuinely possible to demonstrate.

  2. 02

    Mark the transcript evidence

    Capture one short quote or moment for every score. If you cannot point to evidence, do not score from memory.

  3. 03

    Choose one coaching priority

    Do not hand the rep seven corrections. Pick the behavior most likely to improve the next call and write the phrase or question they should try.

The complete rubric

Seven criteria. One hundred points.

Use the full point range. A 25-point criterion matters more than a 10-point criterion because strong discovery should reward depth over polish.

01

Opening and mutual agenda

Did both people agree on what a useful conversation would cover?

10 pts

Confirms time, purpose, and a shared outcome without over-scripted small talk.

02

Problem discovery

Did the rep understand the problem beneath the first answer?

25 pts

Surfaces the current process, friction, failed fixes, and the problem in the prospect’s own words.

03

Impact and urgency

Could you explain the business or personal consequence of doing nothing?

20 pts

Makes the cost of the status quo concrete and establishes why solving it matters now.

04

Qualification and decision process

Does the rep know how this moves from interest to a decision?

15 pts

Learns how a decision will happen, who is involved, and any real constraints without interrogating.

05

Active listening and depth

Did each question build naturally on what the prospect just said?

10 pts

Uses relevant follow-ups, reflects language back, and leaves room for complete answers.

06

Value alignment

Was the value story specific to this prospect’s priorities?

10 pts

Connects only the relevant capabilities to stated problems instead of delivering a generic pitch.

07

Next step and commitment

Could both parties put the next step on a calendar immediately?

10 pts

Ends with a specific action, owner, date, and reason for the next conversation.

80–100

Strong

Repeatable discovery with a clear mutual next step.

65–79

Coach one thing

A workable call with one high-impact gap to address.

Below 65

Review together

Important discovery or commitment is missing.

Worked example

A booked meeting can still hide a weak next step.

This call earned 68/100. The rep uncovered a meaningful problem but did not map the decision process or secure a dated commitment.

Do not coach the whole scorecard.

The next-call experiment is to confirm an owner, date, and reason before ending the conversation.

Transcript evidence

Next step · 5/10
REP

“It sounds like the handoff delays are costing you at least a day each week. Is that fair?”

BUYER

“Probably more when we’re busy. That’s the part I need fixed.”

REP

“Great. I’ll send something over and we can find time to reconnect.”

Try instead

“Let’s hold 30 minutes Thursday with your operations lead to map the handoff. If the workflow fits, we’ll agree on a pilot. Does 2 p.m. work?”

Frequently asked questions

Make the scorecard fit the conversation.

What is a discovery call scorecard?

A discovery call scorecard is a consistent rubric managers and reps use to evaluate how well a sales conversation uncovered the prospect’s problem, impact, buying process, and next step. The strongest scorecards require observable evidence rather than impressions.

What is a good discovery call score?

Use your own team’s baseline, not a universal benchmark. As a starting point, 80–100 is strong, 65–79 is workable with one clear coaching priority, and below 65 needs review. A booked meeting does not automatically mean the discovery was strong.

Should every discovery call use the same criteria?

Use the same core standard, but mark criteria not applicable when the call outcome makes them impossible to assess. For example, a five-minute disqualification call should not be penalized for missing a full value discussion.

How often should managers score calls?

For a manual program, review two calls per rep each week: one typical call and one chosen around the current coaching focus. Automated scoring can evaluate every call and help the manager choose where human review matters most.

From template to every call

Score every discovery call against your team’s version of good.

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